Core Insights - The number of "cross-border players" opening stores on Tmall's platform for trendy toys has surged fourfold in 2024, with a notable influx from the entertainment industry [1] - Star products, particularly those related to original characters created by celebrities, have gained significant traction, exemplified by the success of Zhou Shen's "Zhou Keke flagship store" during the 618 shopping festival [1][3] Group 1: Celebrity Influence on Trendy Toys - Zhou Shen's original character "Zhou Keke" achieved over 10 million in sales on its launch day, marking it as the first celebrity merchandise to break the 10 million mark during this year's 618 event [1] - The "Zhou Keke flagship store" ranked 18th on Tmall's trendy toy sales list, traditionally dominated by established brands like Pop Mart and LEGO [1] - Zhou Keke's plush toy saw over 40,000 items added to shopping carts, with only 800 units available, indicating a 2% chance of purchase akin to a lottery [3] Group 2: Brand Development and Market Trends - Zhou Shen's associated company registered multiple trademarks related to "Zhou Keke" and "Zhou Biao Biao" in August 2022, indicating a strategic move towards brand development within three years [3][11] - The rapid rise of celebrity merchandise sales is evident, with brands like Mayday's STAYREAL and the carrot-shaped IP "Bubu" becoming regulars on e-commerce hot sales lists [3][4] - The emotional connection between fans and celebrities is driving the success of these products, as seen in the collaborative creation of characters that resonate with fan communities [8][11] Group 3: Evolving Fan Economy - The fan economy is evolving from simple merchandise to more complex IP brand development, moving through various stages from basic merchandise to emotional engagement [18][19] - The successful integration of celebrity IPs into everyday life demonstrates the potential for these brands to transcend their origins and establish broader market appeal [17] - The case of "Bubu" illustrates a unique path where the character's development is closely tied to the celebrity's activities, creating a symbiotic relationship that enhances both the character's and the celebrity's market presence [21][22] Group 4: International Comparisons and Future Trends - The dual development of artist IP and character IP has been validated in markets like South Korea, where successful models like BTS's BT21 have set a precedent for integrating character creation with artist branding [22][24] - The trend of IP development is expected to extend beyond entertainment, with companies increasingly focusing on emotional fulfillment and diverse content creation to enhance product commercialization [26] - The rise of "trendy toy" culture represents a new paradigm in cultural consumption, promising to reshape market dynamics and consumer engagement strategies [26]